We thank Evive Health for collaborating on the design of the mailer, conducting the field experiment, and providing the data. We are particularly grateful to Prashant Srivastava and Jennifer Linder. We also thank Kevin Volpp, Todd Rogers and participants at the CMU-Penn Fall 2010 Roybal Center Retreat for their insightful feedback. Beshears, Choi, Laibson, and Madrian acknowledge individual and collective financial support from the National Institute on Aging (grants P30-AG-034532, R01-AG- 021650, and T32-AG-000186). Corresponding author: Katherine L. Milkman. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.

This work has been published in the Proceedings of the National Academy of Sciences:

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